MKTG 0005

Marketing 0005 (Behind the Screens: Unlocking Social Media Analytics) is one of the Wharton online for-credit courses offered within the Pre-Baccalaureate Program. 

Application Info
Apply Now

Overview

Behind the Screens: Unlocking Social Media Analytics 

From TikTok trends to Formula 1 rivalries, from US Open tennis upsets to the latest must-have drop — social media shapes what’s trending, what we talk about, and what we buy. This course introduces students to social media analytics, blending real-world business insights, data-driven analysis, and the technology behind today’s big digital moments.  

Students will explore how brands, influencers, and platforms harness data to make strategic decisions. Each week pairs real-world case studies with hands-on Python labs to teach how to collect, process, and analyze social media data. Industry examples from fashion, sports, and viral internet culture keep the content fresh and relatable. By the end of the course, students will have built a mini analytics project on a topic they care about — applying the tools professionals use to decode the digital world.  

This course has no prerequisites and is designed to be accessible to everyone, regardless of prior experience. You do not need any background in coding — all necessary Python skills will be introduced step-by-step during class. Whether you’re new to programming or analytics, you’ll be guided through each activity so you can participate fully and confidently. 

 

LEARNING OBJECTIVES 

  • By the end of this course, students will be able to:  
  • Explain how personalization algorithms shape the content we see 
  • Collect and clean social media data from multiple platforms 
  • Apply sentiment analysis, topic modeling, and social network analysis to real-world cases 
  • Analyze images and videos using basic computer vision tools 
  • Evaluate ethical issues and emerging trends in social media 
  • Present findings in a concise, visual, and data-driven story 

About the Wharton Pre-baccalaureate Program

The Wharton Pre-baccalaureate Program is an academically-intensive opportunity for exceptional high school juniors and seniors to enroll in Wharton online courses. Participants will learn from Wharton instructors, earn a Wharton transcript, and accrue college credit for each course completed. With six sessions to choose from and built-in academic support, students are encouraged to explore the depth and breadth of Wharton’s business education curriculum with maximum flexibility and the guidance and resources to succeed.

Details

COURSE DETAILS 

This course is delivered via live synchronous class sessions, online assignments, online discussions, and readings. To be successful, you must actively engage with ideas presented in the course, and with those posed by your classmates.   

Assessment is based upon active course participation, readings, assignments, and a final exam. 

 

COURSE CONTENT 

Course Topics: 

  • Introduction to ML & Personalization in Social Media 
  • Data Collection & Preprocessing for Social Media Text 
  • Sentiment Analysis & Viral Social Media Events 
  • Topic Modeling & Multi-Platform Social Conversations 
  • Social Network Analysis: Who’s the Real Influencer? 
  • Stories Through Pictures: Image & Video Analytics 
  • Ethics, Future Trends 

 

Synchronous Classes:  

Synchronous classes offer the opportunity to explore questions about the course and materials beyond the lectures through live interactions with your course instructor and your classmates. This class emphasizes discussion, and students are required to participate synchronously during scheduled class meetings. 

Course Materials Fee 

None 

See full tuition details here. 

Requirements

Requirements 

Attendance: 

Course attendance and participation are expected on a regular basis.   

Technical Requirements: 

In order to fully participate in this course, you will need a computer that meets minimum system requirements for both Canvas LMS and Zoom Videoconferencing. Refer to the following links: 

Canvas LMS Support Resources 

Zoom Requirements and Support 

All programming originates from the Wharton School, University of Pennsylvania (Eastern Daylight Time). 

Attendance: 

Course attendance and participation are expected on a regular basis.   

Technical Requirements: 

In order to fully participate in this course, you will need a computer that meets minimum system requirements for both Canvas LMS and Zoom Videoconferencing. Refer to the following links: 

Canvas LMS Support Resources 

Zoom Requirements and Support 

All programming originates from the Wharton School, University of Pennsylvania (Eastern Daylight Time). 

Admissions

Instructor: Vanessa Song 

Vanessa Song is a Postdoctoral Researcher in Marketing Department at The Wharton School, University of Pennsylvania. As a quantitative marketing empiricist, she studies how digital contents, including both structured and unstructured data such as images and text, can be used to predict market outcomes and inform strategic marketing decisions. She is particularly interested in art markets, where she explores how disruptive technologies influence investors’ valuation of traditional artworks. Her research also extends to broader digital phenomena, including social media disclosures, crisis-induced uncertainties, and political communications.  

Prior to joining Wharton, Vanessa received her Ph.D. in Quantitative Marketing and Bachelor of Commerce (First Class Honours) in Business Analytics and Finance from the University of Sydney 

Location

Online

For more information, please contact wgyp-prebacc@wharton.upenn.edu or call +1.516.414.5555.
Please note that participation in Wharton Global Youth Programs does not guarantee admission to Penn.

Program Information:

View Pre-baccalaureate Courses by Session
INCLUDED IN ALL SUMMER ONLINE HIGH SCHOOL PROGRAMS

Wharton Global Youth Meetup (GYM)

Wharton Global Youth Meetup (GYM) is a creative, co-curricular community open to summer students as a way to connect to one another — and Wharton — before, during, and after their programs. Featuring both live and independent programming, the GYM is designed to ensure virtual participants don’t miss out on valuable community building and networking. 

*The GYM is included in all online summer programs, except Understanding Your Money. 

Learn More
Graphic with a blue background featuring the words "Global Youth Meetup" over a globe and networking symbols. Icons include a light bulb, chat bubbles, and graphs.